The Philippines has missed its target of 7.7 million foreign visitors for 2024, registering 5.95 million arrivals by year-end, according to the country’s Department of Tourism (DoT). This total reflects a modest 9.15 percent growth compared to 2023 but remains at 84 percent of 2019’s pre-pandemic levels.
Despite missing the target for the year, the month of December marked a positive note with 598,493 visitors, the highest monthly count since January 2020. South Korea, the United States, and Australia were the top contributors, with China ranking fourth for the full year despite its visa-related challenges.
Tourism Secretary Christina Garcia Frasco attributed the shortfall to external factors, including geopolitical issues, economic conditions, and delays in visa liberalisation. A key challenge was the suspension of the electronic visa system, which hindered arrivals from key markets such as China. However, collaborative efforts with other government agencies have facilitated improvements, including a Cruise Visa Waiver programme and an electronic visa programme for Indian travellers.
Quality over quantity in tourism strategy
Although the visitor numbers remain below expectations, the DoT emphasised a shift in focus towards quality tourism. The department highlighted increased tourist spending, with per capita expenditure exceeding pre-pandemic levels at approximately $2,073. Visitors also stay longer, averaging 11 nights compared to nine in 2019.
The department said this strategic pivot aims to prioritise meaningful contributions to the economy through increased revenue and job generation. Frasco noted the importance of fostering repeat visits and enhancing the overall tourist experience to ensure sustainable growth.
Tourism revenue recovery
According to the data from DoT, tourism revenues surged to PHP712 billion (€11.9 million) in 2024, marking a full recovery and even surpassing pre-pandemic earnings of PHP600 billion (€10 million). The growth underscores tourism’s role as a vital economic driver, providing livelihoods for millions of Filipinos. According to the Labour Force Survey, 16.4 million Filipinos are employed in the tourism sector, representing 34 percent of the national workforce in the first quarter.
Regions such as CALABARZON, Metro Manila, Central Luzon, and Central Visayas have benefited from the tourism industry’s revival, reflecting its broad geographic impact. The DoT said it plans to diversify tourism offerings further and ensure equitable benefits across all regions.
Market developments and regional opportunities
Japan, one of the Philippines’ largest source markets, eased its travel advisories for parts of Mindanao in 2024, potentially boosting arrivals. Japanese visitors accounted for over 378,000 arrivals, making Japan the third-largest contributor to the year’s tourism statistics. The DoT welcomed this development and expressed hope that other nations would follow suit in recognising the Philippines’ diverse attractions beyond its famed beaches.
“We are grateful to the Government of Japan for this downgrading of the travel advisory in parts of Mindanao,” Frasco said. “This is a significant move that attests to the improved safety and security in the region as an aim to bolster tourism not only in the usual destinations but most importantly, in the emerging and lesser-known ones.”
Discover the world’s iGaming community at SiGMA Eurasia Summit. February 23-25, 2025. Connect with industry leaders and explore opportunities with the biggest iGaming community in the world.
